2020 Executive Briefing Replay Purchase


Dave Kanicki

Ag Equipment Intelligence

A timely presentation from Dave Kanicki, Editor & Publisher ofAg Equipment Intelligence, on the newest, just completed findings of the 2020 Dealer Business Outlook & Trends — Farm Equipment Forecast. This is the only primary research, now in its 15th year, that projects unit sales directly at the machinery dealer level.

In this session Dave discusses:

  • How dealer sentiment progressed through the year and where we are vs. a year ago
  • What dealers are thinking about 2020, including what type of equipment is expected to drive the most growth and what equipment pricing they are expecting
  • How dealers are thinking about older equipment, parts and service
  • How precision ag is serving as a driver of demand in the current state of the industry
  • And more…



Precision Farming Update

The opening session also features comments and analysis of current and near-term outlook for precision farming technology and dealer business levels by Jack Zemlicka, managing editor of Precision Farming Dealer.

Jack has been tracking dealer and precision farming trends for the past 8 years and will summarize the results of the most recent survey of precision farming dealers. He will also provide insights into the current state of precision ag and where the industry is heading in terms of autonomous technology and other cutting-edge developments.


Farmer Panel Session

Innovative farmers of various crops and farming practices explain the how’s and why’s of their operations, equipment choices, ongoing challenges and changes they’ve made and intend to make.

In this session our farmer panelists share valuable insight as to what they expect to see in the fields in 2020, including:

  • How volatile weather has and will affect their farming operations
  • Trends that are making their way to the fields – for better or worse
  • What they want to see from the dealers and manufacturers
  • And more…

Robert Blair

Kendrick, Idaho

Fourth-generation farm managing 1,300 dryland acres including peas, chickpeas, wheat, barley, lentils and alfalfa.


Monte Bottens

Cambridge, Ill.

Fifth-generation, 1,800-acre no-till farmer


Joel Koskan

Wood, S.D.

36 years of organic farming experience raising wheat, corn and cattle.


Mitch Lazenby

Auburn, Ala.

Fourth-generation strip-tiller that farms 2,000 acres of cotton, corn, peanuts, sorghum, wheat, soybeans and hay, in addition to cover crops.


Dealer Panel Session

Executives from privately owned farm equipment dealership groups of all colors give a “state of the industry” look at their assessment of current business levels and their views for 2020. This panel will shed light on new and used machinery sales and inventories, equipment replacement cycles and the growing importance of aftermarket business and pre-orders. They will also share local farmers’ sentiments for year-end sales in 2019 and discuss distribution trends by the major line ag equipment manufacturers and consolidation of dealerships.

Additionally, our dealer panel will take a deeper dive on important topics like:

  • How poor planting conditions affected business levels in 2019 and its potential impact on optimism for 2020
  • The uncertainly created by the ongoing trade dispute with China
  • Growing emphasis on precision farming and aftermarket sales and service
  • And more…

Don Van Houweling

Dealer Principal

Van Wall Equipment

24 John Deere locations in Iowa, Ill., Kan. and Neb.


Keith Kreps

Executive Vice President

RDO Equipment Co.

37 John Deere locations in N.D., Ariz., Calif., Minn., Mont., Ore., S.D., Texas, Wash.


Leo Johnson


Johnson Tractor

4 Case IH and Kubota locations in Wisconsin and Illinois


Shawn Skaggs

President & CEO

Livingston Machinery Co.

4 AGCO locations in Oklahoma and Texas


Terry Hlavinka

President & Dealer Principal

Hlavinka Equipment Co.

7 Case IH locations in Texas


Arthur Ward


Pattison Agriculture

19 John Deere locations in Saskatchewan and Manitoba


Equipment Manufacturer Panel Session

Executives from shortline manufacturing companies who provide a view from the world of specialty ag equipment, as the machinery side of the business is not just about tractors and combines. This panel will shed light on the cyclicity of the business relative to tractor and combine sales.

Our shortline manufacturer panel also discuss what they expect 2020 to look like for their businesses, including:

  • What the biggest demand drivers are for their product
  • Optimism for future product demand
  • How trade/commodity volatility is affecting early orders
  • And more…

Howard A. Dahl

President & CEO

Amity Technology LLC – Specialty Equipment for Planting & Tillage
Fargo, N.D.


Matthew F. Hays

Chief Executive Officer

Equipment Technologies – Specialty Equipment
for Crop Applicators/Sprayers
Mooresville, Ind.

John Fulton

John Fulton

Associate Professor – Food, Ag & Biological Engineering

Ohio State University